The UK's leading arts and crafts retailer, Hobbycraft, has reported a significant boost in its festive sales, driven by a renewed passion for traditional crafts and the influence of a sporting icon.
Strong Christmas Trading Performance
Total revenues for the specialist retailer increased by 6.3% over the crucial six-week period to December 28, compared to the same timeframe the previous year. The company, which was acquired by investment firm Modella Capital in 2024, celebrated what it called "strong trading" in the lead-up to Christmas.
Online sales performed particularly well, surging by 13.8%. This growth was powered by robust demand for Hobbycraft's core ranges of crafting and hobby products. Despite the digital success, the company also noted promising results across its physical store portfolio.
The 'Tom Daley Effect' and Crafting Surge
Hobbycraft directly credited the so-called "Tom Daley effect" for helping to drive sales. The Olympic diver's very public embrace of knitting and crochet has inspired a new wave of beginners to take up the crafts. This trend translated into clear sales figures: sales of haberdashery products rose 14.4% year-on-year, while knitting yarn sales climbed 12.8%.
Beyond needlecraft, the retailer witnessed a notable spike in sewing machine sales. This suggests that many consumers chose them as Christmas gifts, likely influenced by the continued popularity of television programmes like The Great British Sewing Bee.
Leadership Optimism for 2026
Alex Willson, Chief Executive at Hobbycraft, praised the company's colleagues across stores, headquarters, and its distribution centre for the strong results. Looking ahead, he expressed confidence for the coming year.
"As we head into 2026 with total sales up 6.3% year on year, we're hopeful that by catering for our core craft fans, alongside our newer cohort of hobbyist customers, we will continue to see growth," Willson stated.
The company's headquarters are based in Christchurch, Dorset, with its main distribution hub and online operation located in Burton upon Trent. This positive Christmas performance follows a challenging period the previous year, which saw Hobbycraft announce plans to close nine stores, affecting 126 employees.
